Abstract
The purpose of this study is to determine the Influence of Service Quality and Location on Customer Loyalty Through Customer Satisfaction Staying at the Garuda Pontianak Hotel. This study uses an associative method. Primary data in this study were collected through; (1) Interviews; (2) Questionnaires. The minimum sample was 96 people, the researcher took a sample of 100 respondents. The results of the study showed that all indicator items in the measurement model showed good item validity, with outer loadings values above 0.7. The tested constructs also met strong reliability standards, with Cronbach's alpha and Composite Reliability values above 0.7, and Average Variance Extracted (AVE) exceeding 0.5, indicating adequate convergent validity. Discriminant validity has also been met, as indicated by the AVE root value which is greater than the correlation between constructs. The results of the Goodness of Fit Model test show that the exogenous constructs (Service Quality and Location) have a moderate influence on Customer Satisfaction, with an R-squared value of 0.308.
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